Knowledge Center | MMA / Marketing + Media Alliance

Knowledge Center

Report

The State of Performance

Bringing into sharp focus a longstanding duality at the heart of modern marketing: the need to balance short-term spending with long-term growth outcomes.
 NEW

The State of Performance

Performance marketing was once defined by speed and automation. Now, it’s a precision-driven growth strategy that ties marketing investment directly to measurable business outcomes. In today’s climate of increased accountability and digital acceleration, it offers a unique strategic advantage — one anchored in data, focused on results, and built to deliver impact under pressure. This report brings into sharp focus a longstanding duality at the heart of modern marketing: the need to balance short-term spending with long-term growth outcomes.
Released: 
January, 2026
File Size: 
7.4 MB
Region: 
Global
Report

The State of Personalization

See how marketing leaders are navigating personalization’s complexities and charting its future
The 2025 State of Personalization Report, published by MMA Global in collaboration with Monks provides a comprehensive analysis of how marketing leaders are navigating personalization’s complexities and charting its future.
Webinar

Measuring the Business Value of Marketing – In a Way that CFO’s Trust

The Great Measurement Debates

MTA, MMM, RCTs … What Is the Truth and What Can You Trust?

Wednesday, December 3, 2025 - 12:00pm to 1:00pm EST

Attribution

The marketing measurement toolkit is more complex than ever—MTA, MMM, RCTs—all promising answers yet often delivering conflicting results. This session breaks down the strengths and weaknesses of today’s leading methods, explores whether AI introduces clarity or confusion, and tackles the biggest question of all: do we really believe the numbers? Join us to cut through the noise and learn how to instill confidence in your measurement approach with stakeholders across the business.

Region: 
Global
Speakers: 
Nancy Smith
President & CEO
Analytic Partners
Marc Vermut
VP, The Knowledge Lab
TransUnion
Tina Wilson
Chief Administrative Officer
Nielsen
Rex Briggs
Subject Matter Expert
Marketing + Media Alliance
Jeremy Rose
Head of Unified Marketing Management, US
Bayer
Sorin Patilinet
Global Marketing Effectiveness
PepsiCo
Watch the Webinar:

Defending Brand Marketing – Why Is It So Hard?

Wednesday, November 19, 2025 - 12:00pm to 1:00pm EST

Attribution

Brand marketing remains under constant scrutiny—often the first to face cuts when budgets tighten. Why? This session will explore the persistent challenge of defending brand investment inside the boardroom. We’ll unpack what marketers are getting right (and wrong) in how they measure brand impact. Learn how to reframe brand as a long-term value driver, not a discretionary spend, and gain practical strategies to protect and prioritize brand investment.

Region: 
Global
Speakers: 
David Mogensen
VP of Global Marketing
Uber
Joel Rubinson
MMA MTA Expert & President
Rubinson Partners, Inc.
Ben Skrainka
Principal Economist
Amazon
Jim Lecinski
Clinical Professor of Marketing
Northwestern University's Kellogg School of Management
Marci Raible
VP, Integrated Marketing
Campbell Soup Co.
Watch the Webinar:

Why Isn’t Marketing on the Balance Sheet (and Why Doesn’t the CFO Trust You)?

Wednesday, January 14, 2026 - 12:00pm to 1:00pm EST

Attribution

Marketing remains a critical driver of growth—so why isn’t it accounted for like other business assets? In this session, we dive into the obstacles for Marketing in demonstrating impact in a way a CFO can trust. We’ll explore what it takes to link marketing activities to outcomes that matter and how to close the communication gap between Finance and Marketing. Walk away with actionable ideas to elevate Marketing’s financial fluency and secure its place as a measurable, strategic asset.

Region: 
Global
Speakers: 
Sean Macnew
CFO
Vox Media
Domenic DiMeglio
CMO & Chief Data Officer
Paramount Streaming
Scott McDonald, Ph.D.
CEO & President
ARF
Frank Findley
Executive Director
Marketing Accountability Standards Board
Rex Briggs
Subject Matter Expert
Marketing + Media Alliance
Watch the Webinar:
Whitepaper

Proving Brand Marketing Drives Long-Term Growth

Marketers know brand builds growth—but until now, proof was elusive.
The new Brand as Performance (BaP) whitepaper from MMA Global and TransUnion reveals that traditional measurement methods have undervalued brand’s impact by up to 83%. Backed by studies from Ally, Kroger, and Campbell’s, BaP shows how brand campaigns lift favorability (+24%), drive higher conversions (4–5x), and deliver 1.8–6x greater long-term sales impact compared to short-term tactics. With BaP, CMOs finally have the evidence to defend budgets, optimize strategy, and demonstrate marketing’s full value.